How to Optimize Your Insurance Website Lead Form for Conversion

Does your website have a lead form?

A lead form is a form your website visitors fill out to request information or contact you. Almost any website that sells anything has a lead form, because they make it extremely easy for someone to get in touch with you.

We know that almost all buyers (94%) search online before making a purchase decision, so it’s vital for your agency to provide an easy way for visitors to leave their contact information. A phone number and email for them to use is expected, but a lead form provides another avenue for them while they’re continuing to research because, unfortunately, about 96% of those visitors to your site aren’t quite ready to buy.

How can I optimize my lead form for conversion?

Lead forms vary across industries—some need more information, and some can get away with simply a name and email. But no matter your industry, there are some best practices you can take to increase your conversion rate on your lead forms. The conversion rate is simply the amount of people who actually fill out your form.

To increase your conversion rate:

Try to keep your number of fields to around four. Research has shown that dropping your fields from 11 to 4 contributes to a 120% jump in conversion rates. Four fields should give you enough room to ask for first name, last name, email and phone number. Depending on what you sell, you may want to tack on an extra field asking the visitor what type of coverage they’re interested in to give you a little background information for when you contact them.

Place your form near the top of your website. It’s best to place your form “above the fold”, or near the top of your website so the visitor sees it immediately. “The fold” is the breaking point where a visitor has to begin scrolling down the screen to see more. Information above the fold is seen 102% more than information below the fold. So, always place your most important information, like your lead form, above the fold.

Only ask for the most pertinent information, or make it optional. Like we said, 4-5 fields is ideal. However, if there is other information that you’d like to know, make it optional. When one site made their field “Phone” optional, they increased their conversion rate from 42% to 80%. A phone number might be considered required information to you, but it never hurts to test things out. If you can make the phone number optional, do. You’ll see your conversion rates rise.

Make your form responsive to mobile devices. This should go for your entire website, but there’s nothing worse than searching something on mobile, being interested, and then not being able to easily fill out the form. The constant scrolling and zooming in and out will likely cause the visitor to just completely forget it, dropping your conversion rate. You can see below the difference between a responsive form (on the left) and a non-responsive one (on the right—the fields and some text are cut off to the right).

How can I build a lead form?

There are several tools available to build lead forms for your website, but the most convenient way to manage your lead forms is within your current CRM or agency management system (AMS). AgencyBloc has an intuitive lead form builder that allows you to quickly and easily create your lead form and implement it onto your website.

Within AgencyBloc, once a lead fills out a web form or comes in from a third-party integration, you can automatically assign an agent for follow-up. The new lead will appear on the agent’s dashboard with the details, due date and priority so a follow-up is never missed. You can also automate an email to the person who filled out your lead form confirming that you received their information and will be in touch shortly.

The ability for your website visitors to quickly leave their information with you is vital, and a lead form provides a way for them to do that. AgencyBloc makes it easy to build lead forms, implement them onto your website, and continually collect leads while giving you the tools to be sure you never miss a follow-up.

Want to see how the lead form builder works yourself? Start a free trial of AgencyBloc to take a peek.

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Kelsey is the Marketing Brand Specialist at AgencyBloc. She plans and creates educational resources to help our customers organize, automate & grow their insurance agency. Favorite quote: "I am convinced that life is 10% what happens to me and 90% how I react to it." —Charles R. Swindoll
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